Coca-Cola, which sold 10 billion cases of soft-drinks in 1992, and Pepsi now find themselves asking, "Where will sales of the next 10 billion cases come from?" The answer lies overseas, where income levels and appetites for Western products are at an all time high. Often, the company that gets into a foreign market first usually dominates that country's market. Coke patriarch Robert Woodruff realized this 50 years ago and unleashed a brilliant ploy or in a way a …
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…November 27, 1989, pp. 43-44. Clifford, Mark. "How Coke Excels", Far Eastern Economic Review, December 30, 1993- January 6, 1994, p. 39. "Coke v Pepsi", The Economist, January 29, 1994, pp. 67-68. DeNitto, Emily. "Pepsi, Coke think international for future growth", Advertising Age, October 3, 1994, p. 44. Murphy, Helen. "Cola war erupts in Mexico", Corporate Finance, May 1993, pp. 6-7. "Selling in Russia: The march on Moscow", The Economist, March 10, 1995, pp. 65-66. Winters, Patricia and Scott Hume. "Pepsi, Coke: Art of deal-making", Advertising Age, February 19, 1990, p. 45.